John Malone’s Liberty Global, which owns Virgin Media in the UK, is to kick off a pan-European review of its £100m-plus media planning and buying division – which is responsible for purchasing TV slots and print space.

Virgin Media is Liberty Global’s biggest ad spender, with a budget of as much as £75m, with media planning and buying handled by MG OMD since 2007.

“Following Liberty Global’s successful acquisitions, we are looking to deliver ambitious integration targets at strategic, operational and financial level,” said a spokesman for Liberty Global. “Media is a significant investment area. Accordingly, we have decided to undertake a European media agency pitch in order to achieve greater effectiveness and efficiencies across the combined Liberty Global group.”

Liberty Global operates in 12 markets across Europe, with brands including UPC, Unitymedia and VTR, and uses a range of different media agencies.

The company intends to consolidate its £100m-plus media business into one agency network, with the review expected to be completed by 1 January.

“As part of this process, and in line with established group policy, we must ensure the services we receive are commensurate with our needs and continue to be best-in-class within a rapidly evolving industry,” said the spokesman.

“We passionately believe that it is only through having world-class partners, at the forefront of their respective industries, that we will be able to deliver quality services to our customers, as well as optimal returns to shareholders.”

About 80% of Liberty Global’s revenue comes from just five markets – the UK, Germany, Belgium, Switzerland and the Netherlands.

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